Apple Corps has announced a major new Beatles immersive experience that will open in Liverpool in 2028! The plans were revealed yesterday, October 20th, revealing that The Beatles Story will move from its current site at Albert Dock to a much larger building in the city center.
The new attraction will cover 100,000 square feet, which is more than four times the size of the current site. It will be based in the former St Johns Market at St Johns Shopping Centre, directly opposite Liverpool Lime Street station. Apple Corps will take over the running of the existing Beatles Story in 2027 before the move takes place. It will be the first official Beatles fan experience that the company operates in Liverpool.
Visitors will follow the band’s story through what is described as a multi hour experience. It will use immersive technology, original artefacts and reconstructed sets to take guests from post war Liverpool through the Hamburg years, the explosion of Beatlemania and the heights of international fame. The announcement was accompanied by images of recreated locations, including the Cavern Club, Abbey Road and Shea Stadium, along with a Yellow Submarine themed world.
Some of the immersive spaces will be built using sets and props from Sam Mendes’ upcoming ‘The Beatles: A Four Film Cinematic Event’. Sony will release the films in cinemas around the world in April 2028, and the new attraction is planned to open shortly afterwards, making the timing an exceptionally exciting one for Beatles fans.
The plans also include a separate attraction at St Johns Beacon, the 400 foot tower that is among the tallest buildings in Liverpool. It will become a Yellow Submarine themed viewing experience offering views across the city.
The Liverpool site will be only the second permanent Beatles experience run by Apple Corps, the first, at 3 Savile Row in London, is due to open at the end of 2027 and is built around the building where the band performed their iconic final public concert on the roof in 1969.
Paul McCartney and Ringo Starr have both backed the project, and McCartney described the plans as extraordinary and opened up about his feelings towards the project on the Instagram announcement post: “I find it incredible and humbling that people are still interested in our story and it’s very exciting to me that The Beatles Story and The Beacon are being transformed in such an exciting way in the heart of Liverpool city. I love Liverpool. It’s part of who I am, it’s part of who The Beatles are. If you’d told us this was going to happen when we were hanging out and getting started we’d never have believed it. The extraordinary plans the Apple Corps team have shown me for The Beatles Story take me right back to that journey, from Liverpool to the world and back home again. It couldn’t have happened without Liverpool and I can’t wait for people to be able to step into our story and share the experience.. Apple Corps has said that ticket sales will help support emerging Liverpool artists through the Apple Corps Liverpool Trust, with more details to follow“.
Liverpool has long been a major destination for Beatles fans from around the world, with visitors coming to see sites linked to the band’s early years. The new development is expected to add to that draw and to the city center regeneration around Lime Street.
Further details about the attraction, including an opening date and ticket information, will be announced in due course.
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